“What if growth wasn’t measured by list size or click rate, but by depth of trust?”
I’ve talked about this a lot lately & I’m wondering if you receive the same pushback. Clients will say, “that sounds great, but how do I know it’s working?”
After lives of measuring ourselves in concrete terms, it’s a big ask to shift to measuring ourselves & our work by something as subjective (& out of our control) as trust.
It’s sparked some great conversations because I totally get their point. What’s your take?
Thanks so much for sharing your perspective, Tara! I can definitely relate to how big of an ask it is to shift the way we measure “success”... especially in a landscape that’s been trained to worship list size, open rate, and CTR.
When I bump into that same pushback, I don’t toss the metrics… I just reframe what they’re allowed to mean.
If you break down what leads to conversion---someone clicking, subscribing, enrolling, buying, or referring, it’s always some mix of connection and trust. The “know–like–trust” triangle is cliché for a reason; it’s just how human psychology works.
So when someone asks, “But how do I know it’s working?” I invite them to look at trust signals instead of just vanity signals. Things like:
*Replies and conversations: Are more people hitting “reply,” asking thoughtful questions, or sharing their situation with you?
*Staying power: Do subscribers stick around through launches instead of mass-unsubscribing the moment you make an offer?
*Lead quality: Do sales calls feel warmer, shorter, and more like “Is this the right fit?” than “Convince me”?
*Ease of conversion: Are more buyers saying things like, “I’ve been reading your emails for a while, this was a no-brainer”?
*Referrals and forwards: Are people forwarding your emails or telling you, “I shared this with a friend/client”?
Those aren’t as “instant” as a click-through rate, but they’re often leading indicators of revenue, because trust shows up first in behavior and language, and then in Stripe.
So my take is:
We’re not replacing numbers with feelings... We’re choosing numbers that actually reflect *relationship*---the vital component in the conversions equation. The spreadsheet still matters; we’re just letting trust be the cause and the classic metrics be the effect. 💌✨
Appreciate you reaching out, Tara, and starting (or continuing) this conversation with me! 🤓
“What if growth wasn’t measured by list size or click rate, but by depth of trust?”
I’ve talked about this a lot lately & I’m wondering if you receive the same pushback. Clients will say, “that sounds great, but how do I know it’s working?”
After lives of measuring ourselves in concrete terms, it’s a big ask to shift to measuring ourselves & our work by something as subjective (& out of our control) as trust.
It’s sparked some great conversations because I totally get their point. What’s your take?
Thanks so much for sharing your perspective, Tara! I can definitely relate to how big of an ask it is to shift the way we measure “success”... especially in a landscape that’s been trained to worship list size, open rate, and CTR.
When I bump into that same pushback, I don’t toss the metrics… I just reframe what they’re allowed to mean.
If you break down what leads to conversion---someone clicking, subscribing, enrolling, buying, or referring, it’s always some mix of connection and trust. The “know–like–trust” triangle is cliché for a reason; it’s just how human psychology works.
So when someone asks, “But how do I know it’s working?” I invite them to look at trust signals instead of just vanity signals. Things like:
*Replies and conversations: Are more people hitting “reply,” asking thoughtful questions, or sharing their situation with you?
*Staying power: Do subscribers stick around through launches instead of mass-unsubscribing the moment you make an offer?
*Lead quality: Do sales calls feel warmer, shorter, and more like “Is this the right fit?” than “Convince me”?
*Ease of conversion: Are more buyers saying things like, “I’ve been reading your emails for a while, this was a no-brainer”?
*Referrals and forwards: Are people forwarding your emails or telling you, “I shared this with a friend/client”?
Those aren’t as “instant” as a click-through rate, but they’re often leading indicators of revenue, because trust shows up first in behavior and language, and then in Stripe.
So my take is:
We’re not replacing numbers with feelings... We’re choosing numbers that actually reflect *relationship*---the vital component in the conversions equation. The spreadsheet still matters; we’re just letting trust be the cause and the classic metrics be the effect. 💌✨
Appreciate you reaching out, Tara, and starting (or continuing) this conversation with me! 🤓